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Case Study: On-pack promotions leverage brand awareness with cross-selling and opportunities

Packaging with an extremely small footprint doesn’t limit an instant redeemable coupon promotion for Aquafresh® Gel-Flex and Aquafresh® Deep-Action toothbrushes. And a hangtag with ingredient sample helps MillerCoors engage consumers in-store about the high-quality slow-roasted caramelized malts used to brew its George Killian's® Irish Red™ lager.

Packaging with a small footprint is at a distinct disadvantage for capturing awareness; communicating brand positioning, product features and benefits; and inducing trial. Such is the case for toothbrushes.

With space at such a premium for a small package, GlaxoSmithKline still wanted to use a separate wraparound label to promote product attributes of its Aquafresh® Gel-Flex and Aquafresh® Deep-Action toothbrushes. While the limited amount of landscape was one hurdle, the contoured shape of the clamshell created an even bigger challenge because it was causing the label to wrinkle during trials, regardless of the shape or size of the label.

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